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Not to be confused with the one page sales letter. Microsites with carefully selected content and a solid plan can be turned into highly optimised promotional tools that can plug short term gaps in your marketing campaigns and could even drive your main website further up the search rankings.

The advantage of setting up a microsite is that you get a highly focused promotion, targeting a specific product or service using a few carefully selected keywords. This could be further specialised by the purchase of keyword specific domain names, leaving prospective customers with a clear indication just by looking at a URL as to what information they will be getting when clicking on the link. Tie this in to a Pay-Per-Click campaign and you could have a worthwhile and extremely content specific promotion up and running in a matter of hours, attracting relevant searchers to your offer.

Also, because a microsite landing page can be highly optimised for your specific product or service, with the main keyword in the domain name, then it will be looked on in favour by Google when placing you in their PPC rankings, resulting in a lower cost per click acquisition. But the promotion shouldn’t end there.

If you’ve created the microsite content on a blogging platform or content management system (we’re partial to using WordPress because of its support for such powerful features as tag clouds, tag pages, Technorati tags, RSS feeds, podcasts, pings, comments, trackbacks, etc) and have highly optimised for your few chosen keywords then you’re in a very strong position to begin increasing the natural ranking of the new domain by adding further content, therefore switching strategy from Pay-Per-Click to SEO. Reciprocal linking this back to your main site will bring even more benefits. So, this could be the plug that you’re looking for in your internet marketing strategy whilst waiting for re-indexing or even new domain names to gather history and popularity, promote in parallel and get immediate benefits.

Tags: internet marketing strategy, microsites, pay per click campaign

This entry was posted on Tuesday, February 23rd, 2010 at 9:22 pm and is filed under Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.